Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: Supplementary 6, Pages: 1-30
Semila Fernandes1 * and B. R. Londhe2
1 Symbiosis Institute of Business Management, Bangalore (Constituent of Symbiosis International University) #95/1, 95/2, Electronics City, Phase-1, Hosur Road, Bangalore-560 100, Karnataka, India; [email protected], [email protected]
2 Symbiosis Institute of Management Studies, Pune (Constituent of Symbiosis International University), Pune – 411020, Maharashtra, India; [email protected]
Reference Group Construct: The various types of reference group include primary groups, secondary groups, formal groups, informal groups, membership, aspirational groups and the different types of influences which affect consumer decisions include Normative influence, Value-expressive influence and Informational influence2 . Identification of Problem: Due to the new developments and the changing scenario of Liberalization, Privatization and Globalization, there has been a huge shift in the earnings of women and hence reference groups to a greater extent help in their consuming behaviors14 . The research paper would study the working women segment viz-a-viz non-working women and analyze the influence of reference groups on their buying behavior with reference to the three types of influence. Methodology: As this study is an exploratory study, a pilot study of 50 sample each for working women and housewives would be administered using convenience and judgment method. The data would be collected through a structured questionnaire involving statistical techniques like Anova and t- test.
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